Term
| Parts of Integrated marketing comm. |
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Definition
| Definition, goal, role, benefits |
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Term
integrated mark. comm. Definition |
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Definition
| Coordination of promotional and other marketing efforts for maximum informational and persuasive impact on the target audience. |
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Term
Integrated mark. comm. Role |
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Definition
| A plan for optimal use of all four elements of the marketing mix |
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Term
Integrated mark. comm. Goal |
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Definition
| consistent message to consumers |
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Term
Integrated mark. comm. Benefits |
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Definition
| Long term relationships with customers and more efficient use of promotional resources. |
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Term
Scope of promotion (array of communication tools) |
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Definition
coupons magazine ads television ads public relations Free samples Personal selling Radio ads |
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Term
| Key to effective communications #1 |
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Definition
| Sellers need to know what target audiences they wish to reach. |
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Term
| Key to effective communciations #2 |
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Definition
| Sellers must be good at encoding messages that target audience can decode. |
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Term
| Key to effective communications #3 |
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Definition
| Sellers must send messages through media that reach target audiences. |
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Term
key to effective communication #4 |
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Definition
| Sellers must develop feedback channels to assess audiences response |
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Term
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Definition
Create awareness Stimulate demand encourage product trial identify prospects retain loyal customers Facilitate reseller support combat competitive promtional efforts reduce sales fluctuations |
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Term
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Definition
Advertising (adds value to a product and enhances a brand image) Personal selling (a paid personal form of comm. that seeks to inform customers and persuade them to purchase) Public relations (A broad set of comm eforts used to createe and maintain favorable relations between firm and its publics) Sales promotion (activity or material that acts as a direct inducement, offering added value or incentive for the product, to resellers, salespeople, or consumers.) |
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